Speciality to add 24 fun dining outlets in 2 yrs

Speciality Restaurants will open around 24 restaurants over the next couple of years. During this period, the number of fun dining restaurants will go up from 16 to 28.Subhro Niyogi | TNN | Updated: December 08, 2015, 12:20 IST

FILE PHOTO: Speciality Restaurants will open around 24 restaurants over the next couple of years. During this period, the number of fun dining restaurants will go up from 16 to 28.KOLKATA: Fine dining major Speciality Restaurants is betting big on a new vertical - fun dining. Over the next couple of years, the Anjan Chatterjee-promoted company will expand its fun dining brands like Mainland China Asia Kitchen, Cafe Mezzuna and Hoppipola to all major cities where it is already present with Mainland China and Oh! Calcutta, its marquee brands. The investment on the fun dining vertical in 2016 and 2017 is pegged at Rs 30-40 crore with an equal amount being spent in fine dining.

"At least 50% restaurants that open in 2016 and 2017 will be fun dining. The vertical will help us maintain leadership in the fine and casual dining restaurants and confectioneries market. Over the years, we have developed a dedicated client base that is sophisticated and appreciates fine dining. But there is another group that is as important who want an informal atmosphere and a fun dining experience. They are young customers with disposable incomes. We have developed brands for them and will now expand this vertical," Chatterjee told TOI during the launch of the first Asia Kitchen restaurant at Acropolis mall. Hoppipola, the fun restrobar, will also open here later.

Speciality Restaurants will open around 24 restaurants over the next couple of years. During this period, the number of fun dining restaurants will go up from 16 to 28. The group's restaurant count currently stands at 123 and will be 140 by March 2017. There is a third category of quick service restaurants represented by brands Zoodles, Shack, Kibbeh and Kix that have one outlet each.

"Asia Kitchen is an open space that allows easier access. The music is slightly louder. There are no hostesses in front. You simply walk in and join the fun. It is like an Asian café," Chatterjee explained. Apart from the decor, the portions will be smaller and easier on the pocket. The company has already introduced regular portions in addition to the large ones at first Mainland China and recently at Oh! Calcutta. With customers welcoming the option, regular portions have also been designed for Asia Kitchen. While Only regular portions are on offer at Asia Kitchen, Mainland China and Oh! Calcutta will serve both.

"Traditionally, people went to a restaurant and had their fill. But the trend has changed. They have become small eaters for health and economic reasons. Food is expensive and people don't want large portions that will lead to wastage or a doggy bag. For instance, if a portion of mocha chop contained eight pieces, we have now introduced a regular portion that has four pieces. The regular size is good for two. If there are three or more, customers have the option of ordering one more. It is good on the pocket too and will encourage customers to come back more often. We don't want price to be a barrier," he said. The regular portion is priced 40-45% less.

The Speciality Group, which has two restaurants each in Bangladesh and Tanzania, is also poised to open a restaurant in Doha. Chatterjee is also scouting for an opportunity to open restaurants in London and New York.